If you're running a small service business or cottage industry, you've probably realised that one-off promotional emails aren't cutting it anymore. The businesses that thrive are the ones with a system in place. A system that brings people in, guides them through their journey with you, and then asks them to come back or refer friends.
That system is built on email sequences.
An email sequence is a series of automated emails that get sent to your subscribers at specific times, often triggered by an action they took. Unlike a random newsletter blast, a sequence is strategic. Each email has a purpose. Together, they create momentum that moves your customers (or potential customers) toward a specific goal.
The good news? You don't need to be a email marketing expert to set this up. Most email platforms make it straightforward, and once it's running, these sequences work for you around the clock with zero extra effort on your part.
Understanding Email Sequences vs. Drip Campaigns
Before diving into which sequences to set up, it helps to understand the difference between an email sequence and a drip campaign, because you'll hear both terms thrown around.
A drip campaign is straightforward but less flexible. Everyone on the list receives the same emails in the same order, at the same intervals, regardless of what they're doing. It's static and time-based. If you're sending an email every three days to everyone, that's a drip campaign.
An email sequence is more dynamic. It responds to what your subscribers actually do. When someone signs up, they enter the welcome sequence. When they make a purchase, they enter a post-purchase sequence. The emails adapt based on customer behaviour. If someone clicks a link in one email, the next email they receive can be different from someone who didn't click. That personalisation and responsiveness is what makes sequences powerful.
For a small business, think of it this way: a drip campaign is like a newsletter you send on a set schedule. A sequence is like a personalised conversation that unfolds based on what the other person is doing.
The Three Key Email Sequences You Need
Most small service businesses and cottage industry operations thrive with three core sequences in place. These aren't fancy or complicated. They're just the three that actually move the needle.
1. The Welcome Sequence
This is where everything starts. When someone signs up to hear from you, whether they're subscribing to your newsletter or becoming a new customer, they enter your welcome sequence. This is your chance to make a strong first impression and build trust before anything else happens.
The welcome sequence typically runs for about 7 to 14 days and includes 3 to 5 emails. Here's what each one should do:
Email 1 (Send immediately): Welcome them and introduce your business. If they signed up for your newsletter, remind them why they did. If they're a new customer, thank them for their purchase. Keep it warm and personal. Your goal here is connection, not selling.
Email 2 (Day 2 or 3): Share your story. Why do you do what you do? What makes you different from the competition? People buy from people they like and trust, and a genuine story about your journey builds that trust quickly. Many businesses skip this step and lose a major opportunity.
Email 3 (Day 5 or 6): Provide real value or social proof. This could be your top tips for using your service, a guide related to your industry, or testimonials from happy customers. The point is to show them that other people have benefited from what you do and that you genuinely know your stuff.
Email 4 (Day 8 or 9, if using one): Make an offer or ask for action. This might be a special discount for new subscribers, an invitation to book a consultation, or a link to your best-performing content. Give them something to do that moves them closer to becoming a customer (if they aren't already).
Email 5 (Day 12 or 13, if using one): Set expectations for the future. Let them know how often they'll hear from you and what kind of content they can expect. This helps reduce unsubscribes down the road because people know exactly what they're signing up for.
The welcome sequence is powerful because people are most engaged right after they sign up. Your open rates and click rates will be higher here than anywhere else in your email marketing, so make it count. This is your prime real estate, the time to hook them.
2. The Review Request Sequence
Getting reviews is one of the best marketing moves a service business can make. Reviews are social proof that builds trust with potential customers. But asking for reviews shouldn't be a one-time thing. It works better as a sequence.
Here's why: not everyone will respond to the first ask. A simple series of 2 to 4 emails over 10 to 15 days gives people multiple chances to leave feedback without feeling pestered.
Email 1 (Send 3 to 5 days after service delivery): Make the ask. Keep it simple and genuine. Thank them for working with you and ask if they'd be willing to leave a review. Make the process easy by providing a direct link to your review page. Many people want to help but won't if it requires hunting around your website.
Email 2 (Send 5 to 7 days later if no response): Provide extra incentive. You might offer a small discount on their next service, a gift card, or entry into a monthly raffle in exchange for a review. This works surprisingly well because it removes friction, they get something tangible for their time.
Email 3 (Send another 5 days later if still no response): Try a different angle. Maybe focus on how their review helps other people find your business and make informed decisions. Some people respond better to the idea that their feedback matters beyond just making you look good.
The beauty of a review sequence is that it automates something that's easy to put off. Without it, you'll probably ask some customers and forget others. With automation, every customer gets asked, and you collect more reviews with almost no extra effort.
3. The Lead Nurturing Sequence (Your Regular Newsletter)
This is your consistent monthly or fortnightly newsletter, the one that keeps your name in front of people who aren't quite ready to buy yet. It's the sequence that separates successful small businesses from the ones that disappear.
Many business owners think newsletters are just about selling. Wrong. The best newsletters provide insight into your business, share your expertise, tell stories, and build genuine connection. People buy from people they feel connected to.
A lead nurturing sequence usually sends one email per week or one every two weeks, depending on what works for your audience. Here's how to structure it:
Your Content Mix: Don't make every email a sales pitch. Instead, aim for roughly 80% value and 20% promotion. That might look like:
- Week 1: A helpful tip or tutorial related to your industry
- Week 2: A behind-the-scenes look at your business or team
- Week 3: A customer success story or testimonial
- Week 4: A special offer or promotion
This mix keeps people engaged without annoying them. They look forward to hearing from you because you're actually helping them, not just asking for money.
The Real Power: Lead nurturing sequences do something subtle but crucial, they position you as the authority in your field. The service provider who consistently shows up with helpful information becomes the one people think of when they're ready to buy. That's not an accident. It's the result of a well-executed newsletter sequence.
Best Practices for Every Sequence
No matter which sequences you're running, there are a few rules that apply to all of them.
Keep Your Mobile Users in Mind
Over 60% of emails are read on mobile devices. That means your emails need to look good on a small screen. Keep subject lines under 30 characters so they don't get cut off. Use a single-column layout. Make your buttons large and easy to tap. If your email looks cramped or requires pinching and zooming, people won't engage with it.
One Email, One Goal
Each email should have a single clear purpose. Don't try to tell your whole story, pitch multiple offers, and ask for a review in one email. Pick one goal per email. Make it easy for the reader to understand what you want them to do. When people have too many choices, they often choose none.
Personalise Where It Matters
You don't need to get fancy with personalisation, but including someone's first name in the subject line or greeting actually works. If your email platform lets you segment your list (and most do), use that. Don't send your post-purchase sequence to people who haven't purchased yet. Keep your messaging relevant to the group you're sending to.
Test and Track Your Results
Set up tracking to see which subject lines get opened, which emails get clicked, and what converts. Look for patterns. Which topics get the best engagement? Send more of those. Which emails have a higher unsubscribe rate? Revisit the message. You don't need perfect data to start improving, just measure what matters and adjust as you learn.
Respect Your Audience
Make unsubscribing easy. Include a link at the bottom of every email. Don't email people too frequently or you'll burn out your list. If someone goes 90 days without opening an email, you might want to segment them out or send them a final re-engagement email before removing them. Treating your list with respect keeps your sender reputation healthy and your open rates high.
Bringing It All Together
The three sequences outlined above aren't overwhelming or complicated, but they're massively effective. When someone lands on your email list, they get welcomed properly through your welcome sequence. If they become a customer, they get asked for a review at the right time. And whether they buy from you or not, they stay connected through your regular newsletter.
That's a system. Once you set it up, you're no longer chasing customers constantly. You're working smarter. Your emails are doing the nurturing while you focus on delivering great service.
The best time to set up these sequences was yesterday. The second best time is today. Most email platforms have built-in automation that makes this straightforward. You write the emails once, upload them to your platform, set the trigger, and let them run on autopilot.
Start with your welcome sequence. Get that polished and running for the next 30 days. Then add the review request sequence. Then layer in your regular newsletter. You don't have to do all three at once, but you should have all three in place within 60 to 90 days.
Once they're running, you'll start to see the compounding effect. More reviews come in. More subscribers stick around. More customers come back. Your email list becomes a real asset to your business instead of just a list of names.
